B2B

New Directions for B-to-B Data-driven Marketing

Headshot of Ruth P. Stevens
By Ruth P. Stevens

For us B-to-B marketers, the world is changing about as fast as we can stand. My head spins at the speed with which new tools, applications and approaches arrive on the scene. Where does this all come from? The Internet, of course, whose impact on business buying behavior has changed the game. As a platform for communications, for selling, for just about every element of the marketing arsenal, it is forcing marketers to think more carefully about customer and prospect data.

Okay, we’re in the maelstrom.

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Headshot of Ruth P. Stevens

Ruth P. Stevens

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.

Ruth is a guest blogger at Biznology, the digital marketing blog. Email Ruth at ruth@ruthstevens.com, follow her on Twitter at @RuthPStevens, or visit her website, www.ruthstevens.com.

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